The Importance Of Focus & Differentiation

Focus & Differentiation are the two most important concepts in brand design.

• By definition, a brand is not for everyone – therein lies its power.
• The more specific your brand’s promise is, the stronger your brand’s equity will be.
• Ideally, the brand tells a story that is unique to its organization.
• Differentiate your brand in ways that are relevant and compelling to your target consumer.
• Number 2 brands must never try to emulate market leaders. Their power (as is true of all brands) lies in relevant differentiation.
• Whenever possible, a brand should try to own the “next big thing” (the emerging key relevant differentiating benefit).

[from Derrick Daye at Brand Strategy Insider]